Last night as a group (Fresh Approach) with Aliana, Clifford, and Hector we all present our Strat Comm pitch for Wacha (in class). We all had a great time together studying and presenting our presentation.
(Wacha is Japanese Green tea exporter).
http://thestratcommers.tumblr.com/  to look at other class mates. We all had a good time.

Last night as a group (Fresh Approach) with Aliana, Clifford, and Hector we all present our Strat Comm pitch for Wacha (in class). We all had a great time together studying and presenting our presentation.

(Wacha is Japanese Green tea exporter).

http://thestratcommers.tumblr.com/  to look at other class mates. We all had a good time.

My background.

Previously, I mentioned about Lipton’s RTD green tea commercial. Lipton’s commercial has exciting dance and message was drink natural unsweetened green tea to refresh yourself.

On the other hand Ito-En’s RTD green tea commercial is much calm and more emphasis on how tea should be. In the commercial it talks about…

  • tea’s tastyness comes from the scent of the tea
  • the scent gives the sense of peace (for Japanese)
  • the scent also gives re-freshness

These two companies have completely different approach but 2 things in common.

  1. Knowing their audience
  2. Green tea gives you re-freshness

Western RTD (Ready-to-drink) green tea commercial is quite different to Japanese RTD green tea commercials. In Japan tea is more related with calmness unless its Summer season tea (e.g. Mugi-cha). I will up load one of the famous green tea commercial in Japan for the next post.

Meanwhile enjoy the Lipton’s green tea commercial with Hugh Jackman.

This is Lipton’s green tea commercial’s messages are:

  • refreshing goodness of green tea
  • Made from real green tea leaves
  • naturally low in calories
  • no artificial sweetness 

Japanese tea companies with social media…

Ito En (伊藤園), Yamotoyama (山本山), and Maeda En (前田園)are 3 big Japanese tea companies in the US market as well as in Japan.

Since the start comm class (summer semester), I become more aware of companies using social media, and understand the importance of being active in social media platforms.

Ito En (伊藤園)has been in the US market for about 20years. They have a solid social media marketing/tactics.
Facebook: https://www.facebook.com/Itoen 
Twitter: http://twitter.com/#!/ITO_EN 
Ito En is very engaging with their audiences such as, uploading picture of their goods in a supermarket, and reply to what people comment on.

On the other hand, Yamotoyama (山本山)and Maeda En (前田園)they also have their social media platforms but not as active as Ito En.
Facebook: http://www.facebook.com/pages/Maeda-en-USA/67786804726  
http://www.facebook.com/pages/Yamamotoyama-Tea/115508968517428   
Twitter: http://twitter.com/#!/MaedaEN 
I believe Yamamotoyama does not have Twitter account.

Tea hasn’t changed but marketing tactic and the method of communicating with customers has changed. Get the “Like” and be exposed its not just green tea its Japanese Green tea!!

Additional fancy name for Tea…

In previous post, I mentioned about how companies differentiate themselves. For example, price, brand name, flavour, and packaging.

Recently, I went to buy some tea for myself and I realised that besides flavours companies are using different words to differentiate from other competitors.

Words like… natural, organic, upscale, non-caffeine, High antioxidants, fresh, pure, high vitamin xyz, and no preservatives. 

I guess this is the new way of marketing for health conscious people. 

According to this video by Miriam Novalle (3min 35sec). 
If you are feeling bad, your mum will come over and, ”Oh darling sit back and mum will make a cup of tea.”
In the States  people relate tea as a beverage that people drink when they get sick. No wonder people in the States drink more coffee instead…
Nevertheless, the trend of drinking tea is slowly happening but still related with our new health issues (e.g. cancer and blood clots).

Now it make sense to me that, why tea (especially green tea) is marketed in such a way. In Japan, companies do mention about health benefits but they put more emphasis on how the tea is smooth, smells fresh and taste real.